White Milano show to launch new sportswear section open to buyers and the public

In June 2018, Milanese fashion trade show White, specialised in trend scouting, will introduce a new section called White Street Market, a sportswear and streetwear hub showcasing designer brands and major international labels. White Street Market expects to host between 30 and 50 exhibitors at its first edition, and will be staged next door to White's main venue, at 54 via Tortona, Milan, inside the former Ansaldo steelworks.

The White Man & Woman show last June - White Milano"There are B2B [shows], the traditional ones targeted to buyers, and also B2C ones, like Zalando's Bread & Butter show. We on the other hand offer B&C, with both a business section dedicated to buyers and one which provides a direct connection with consumers, being open to the general public," said Paolo Ruffato, the founder and General Manager of Probeat Agency, the Milanese communication agency promoting the event.

"All the businessmen we talked to about it told us it's what they were waiting for! Another plus is that the two events are quite distinct: on the one hand, the White Man & Woman show, held during the Milan men's Fashion Week as always, which is open to professionals only, and on the other the White Street Market, next door to it but in a wholly separate venue," said the founder of White, Massimiliano Bizzi. "It's an innovative project, a very exciting and contemporary one," he added.

The fashion market is increasingly competitive, and is undoubtedly affected by the economic crisis, as shown by the decrease in the number of exhibitors for White's next January edition (217 brands expected as opposed to 270 a year earlier), and the Milan show isn't the only one keen to innovate.

Other show organisers are about to test new formats: Zalando's Bread & Butter wants to appeal to buyers too, while French-American show Man/Woman, for its Japanese edition next March, will introduce a less commercial format, combining a B2B and a B2C approach.

No other details have been disclosed about White Street Market, which will be presented in Milan on 14th January, and nothing is yet known about its participants. We do not know whether the mini show will be open to the general public at all times, or only during certain time slots. The organisers are also said to be considering a digital counterpart to the event, via "a collaboration with a leading e-commerce player," which could eventually result in an e-tail site specific for this project.

"For sure, exhibitor brands will be free to do as they wish, to present their collections for the coming seasons and to sell limited-edition or capsule collections directly to the general public. The format will allow buyers to gain an immediate understanding of which brands are most popular, by observing the choices made by consumers at the show. And another asset is that this innovative show will take place during a major fashion week," said Paolo Ruffato.

In addition to Probeat Agency, White Milano, which already has a long tradition in exhibiting sportswear and streetwear labels, has appointed a creative director for the event, choosing Walter D'Aprile, the co-founder of nss magazine and of digital communication agency nss factory, specialised in streetwear, while Club to Club will take care of the music at the event.